Diving into the swelling men’s grooming trend, Chanel is launching its first makeup line for guys, a three-product range, starting in South Korea on September 1.
The collection includes a tinted fluid, coming in four colors, a matte moisturizing lip balm, and four shades of eyebrow pencil.
The fashion house already has a signature handbag and unisex fragrance named Boy. Though you might assume the name is a gender reference, it is actually the name of Gabrielle Chanel’s first—and tragic—love Boy Capel.
“By creating Boy de Chanel, its first makeup line for men, Chanel reaffirms the ever-changing codes of an unchanging vision: Beauty is not a matter of gender, it is a matter of style,” the company said.
“Just as Gabrielle Chanel borrowed elements from the men’s wardrobe to dress women, Chanel draws inspiration from the women’s world to write the vocabulary of a new personal aesthetic for men,” the company said in a statement. “Lines, colors, attitudes, gestures… There is no absolutely feminine or masculine prerequisite: Style alone defines the person we wish to be.”
The tinted foundation is called Boy de Chanel, and it’s SPF 25 and comes in eight sheer and hyaluronic acid-infused shades. Though Chanel offers hundreds of foundation options in its main beauty line, we imagine both men and women will be running to their nearest Chanel boutique to get their hands on the sleek black bottle. The lack of shades likely means it’s an extremely sheer and adaptable formula.
The line also includes Boy de Chanel brow pencils in four shades. The final product is a clear, moisturizing lip balm with a matte finish.
“By creating Boy de Chanel, its first makeup line for men, Chanel reaffirms the ever-changing codes of an unchanging vision: Beauty is not a matter of gender, it is a matter of style.”
The collection will be rolled out to the rest of the world in November on the house’s e-commerce platforms and in January 2019 in Chanel’s boutiques.